Using Dynamic Content to Send Targeted Information-Email Marketing

Dynamic content can make sending targeted content to recipients easy. Dynamic content allows you to created a single email message that delivers multiple versions based on recipients' demographic profiles or other data. The possibilities are limited only by the data you have for your subscribers and the content you have that is relevant to that data. Messages can be customized to replace groups of text or images based on variables such as:

- A recipient's personal data (such as state, status, etc.),
- Past purchase history,
- Past email activity,
- Website activity or,
- Any other data you have about your email recipients.

The possibilities for customizing messages with dynamic content tools are almost endless. For example, an electronics retailer could use dynamic content to deliver an email newsletter with an opening paragraph about computers on sale or a paragraph about new MP3 players. The actual paragraph that was delivered would depend on the recipient. Here are some more real-world examples of how marketers are using this powerful technology:

- Customizing updates by state, province or other geographical characteristics
- Substituting entire paragraphs of text or graphics based on demographic data
- Creating cross-sell offers based on previous purchases
- Alerting customers of consumable products (items or components that need to be
replaced on a regular schedule) or recurring services (which need to be performed
at specific intervals, such as oil changes and tune-ups).

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